The brands were picked by 2,500 members of the British public from a list refined by an Expert Council of senior industry figures. None of the brands had to apply or pay a fee to be considered.

British Airways dropping outside top 20 should be a “wake-up call for all brands”

Superbrands chairman Stephen Cheliotis commented on the results:

“British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands.

“In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations.

“No brand, however strong, is immune to changing consumer sentiment.

“The rise of fresh, disruptive brands – particularly in terms of relevance to consumers’ lives – should be an added warning to more established brands.

“The likes of Netflix, PurpleBricks and Zoopla may not be challenging for the top spot in the overall ranking yet, but they surely will be if they continue their current momentum and the established elite don’t respond fast enough.”